Time to clarify reality.
There have been numerous reports over the past year or so predicting Cadillac is living on borrowed time. One even went so far as to claim that if its EV strategy does not work out as planned then GM's luxury brand is finished. Is this really the case? Not at all, and General Motor President Mark Reuss could not be clearer on this matter. In a commentary piece written by him for Automotive News, Reuss made is crystal clear Cadillac is not going anywhere. Quite the opposite. It's only begun to fight.
"When people ask me if we're working on the future of Cadillac, I say, 'We're working on the Cadillac of futures,'" Reuss stated in his opening remarks. As we already knew, the historic luxury brand plans to reveal a new car, crossover, or SUV nearly every six months through 2021. That's a bold product rollout strategy which will lead to Cadillac dealers having "new products in segments that represent 90 percent of US luxury market sales."
Reuss also notes that Cadillac's popularity is not only in the US, but in overseas markets too. Since 2009, its global volume has been growing by nearly 13 percent annually. Just last year, it posted its best sales total in its entire 117-year history. The new XT4 crossover played a significant role in that achievement, becoming the "bestselling vehicle in the segment." Although the current Escalade is at the end of its lifecycle, Reuss states it still retains "an 8,000-unit lead over its nearest rival."
And then there are Cadillac's planned EVs. Yes, Cadillac is still planning an all-electric future, but Reuss remains clear on one thing: internal combustion engines will still play "a critical role in Cadillac's portfolio now and into the foreseeable future." The semi-autonomous Super Cruise technology will also make its way across the entire lineup. At the same time, Reuss says Cadillac plans to "act beyond the traditional sales model to provide a range of mobility solutions and services." He didn't elaborate further.
Given all that, Reuss wants people to ignore "slings and arrows of the pundits and naysayers" regarding Cadillac's future. The luxury marque is here to stay.